Lead the development and execution of seasonal integrated campaigns for Goodwill Central Texas to persuade customer/client behavior and increase ROI. This campaign was developed for the 2025 Fall/Holiday season.
Diana Rose Smith (Creative Manager)
Abigail Toon (Senior Designer)
Caleb Stafford (Junior Designer)
Our integrated campaigns always start with team brainstorming. I lead our discussion around organizational objectives, seasonal trends, and media buyer recommendations. During this time, we concept headlines and creative for the campaign.
This year, we wanted to set Goodwill as the "top of mind" destination for Christmas shopping. Each season, we compete with traditional retailers that have predictable and marketable inventory, so we needed to come up with a headline that sold the experience vs. a specific product.
Our rounds of brainstorming brought us to the concept of the "idea of Goodwill". The idea that anything can be found at the thrift store, something unique, something special, or something you have always wanted. But by the nature of our business, we can't define what that something is. So, we came up with the headline "All I want for Thriftmas is..." inviting our audience to fill in the blank with whatever they can imagine. We wanted to evoke the emotion of whatever you can dream of, you can find it thrifting. Because who knows what you will discover.